The role of social corporate responsibility in social media marketing. Hans Helbig 1 st April 2014.

The role of social corporate responsibility in social media marketing.

Hans Helbig1st April 2014

Introductions…Global Head of Digital Marketing

&Chairman AIM Digital Committee

Digital Marketing

DigitalMedia

CMI eSales

IS NPS

Nearly 6 hours of additional media is consumed per week

0

2

4

6

8

10

12

2.51.8

11

7.5

1.5

4

2.22 1.7

10.8

5.7

2.1

9.9

4.1

2005 2012

Source: Forrester hourly media consumption by week – Top 7 EU

Ho

urs

What activities are consumer doing whilst simultaneous screening?

Reach Consumer of 1

Consumption

ValueAmplification

Media Mix

Social Media is a mandatory.5

...of course brands are going to advertise.

6

• What types of ads are there?

• What is the difference with social media?

• What do we do?

...of course brands are going to advertise.

7

• What types of ads are there?

Branded Product Pages / Content

Pure Advertising

Stick in image example here

Sponsored

Stick in image example here

Native Ads

Pure Ads

...of course brands are going to advertise.

8

• What types of ads are there?

• What is the difference with social media?

Decathlon

Wayne Rooney

Nike"The pitches change. The killer instinct doesn't. Own the turf, anywhere. @NikeFootball #myground #ad”

“I really love the way Wayne Rooney plays football especially at Old Trafford and I don’t like the new manager. @NikeFootball #myground”

“Check out our latest campaign with Wayne Rooney @NikeFootball #myground #ad”

“All the latest Nike trainers at Decathlon @NikeFootball #myground”

...of course brands are going to advertise.

9

• What types of ads are there?

• What is the difference with social media?

• What do we do?

Speed is against us

There is a lack of control

Trust becomes crucial

...of course brands are going to advertise.

10

• What types of ads are there?

• What is the difference with social media?

• What do we do?

– Legislation

– Self-regulation

Speed Control Trust

What do I think matters?

• Great and consistent content

• Brand values and honesty

• Generating trust

• Working to create a sustainable environment

• Putting the consumer first

• Self-regulation supported with core legislation

– Native ads should be more distinct

– We should work together to develop a core set of principles over time

11

Security Level: Confidential

Questions?